商标翻译PPT课件

1、2021/7/2312021/7/2323.problems of today2.the culture differences1.methods of translationTranslationOfTrademarkTranslationOfTrademark 2021/7/233 Quite different from other translation style, the translation of business English is the combination of social culture, aesthetics, purchasing psychologies,

2、 economics, and advertising theories, etc. It is the same with that of trademark and ad-words. When translated into another language, the version should not only retain the original essence, conform to consumers psychology in the exported market, but also as brief as the original one. In many cases,

3、 we translate these trademarks through transliteration, and literal translation.1.methods of translation 2021/7/234 transliteration Still remember the Chinese names of Still remember the Chinese names of Coca-ColaCoca-Cola? ? It is translated into It is translated into 可口可乐可口可乐. But interestingly, i

4、t . But interestingly, it is much likely that few people have heard that, when is much likely that few people have heard that, when it was first introduced to China, the it was first introduced to China, the earlier earlier translationtranslation of Coca-Cola was “ of Coca-Cola was “口渴口蜡口渴口蜡”and“and

5、“蝌蚪嚼蝌蚪嚼蜡蜡”, which makes a terrible imagination of , which makes a terrible imagination of tastelessness and great difficulties. tastelessness and great difficulties. These two translations can bring no good for the These two translations can bring no good for the product bur peoples repugnance. Whil

6、e product bur peoples repugnance. While 可口可乐可口可乐 both maintained both maintained the original word syllablethe original word syllable and and the the great effect of resoundinggreat effect of resounding. Everyone can recognize it . Everyone can recognize it to be a drink trademark at the first sight

7、 of it. to be a drink trademark at the first sight of it. 2021/7/235 After this typical example, there spring up a lot of After this typical example, there spring up a lot of successful similar drink named after successful similar drink named after 可乐，可乐，such as such as Pepsi-cola(Pepsi-cola(百事可乐百事可

8、乐) )，feature-cola (feature-cola (非常可乐非常可乐) ), etc., etc.as a rule, when making a transliteration of as a rule, when making a transliteration of trademark we should try best to trademark we should try best to keep the both keep the both languages unifying in the pronunciationlanguages unifying in the

9、 pronunciation, , rich in rich in connotation of cultureconnotation of culture which can motivate which can motivate consumers great imagination and purchase desire.consumers great imagination and purchase desire.Eg:Eg: Canon translated into “佳能佳能”，which indicates that it is a quality product with g

10、ood performance; “乐凯乐凯”is Lucky；the beverage“百乐美百乐美”is Belmerry ;“肤美灵肤美灵” is Skinice, to imply it cares of our skin. 2021/7/236 The successful example of literal translation lies in The successful example of literal translation lies in the trademark of the trademark of GoldlionGoldlion. . In Complet

11、ely literal In Completely literal translation, Goldlion is to be “translation, Goldlion is to be “金狮金狮”, a name with , a name with supreme authority, honor and elegance. But supreme authority, honor and elegance. But unfortunately, “unfortunately, “金狮金狮” is in the same pronunciation with is in the s

12、ame pronunciation with “ “金失金失”。 This harmonics warn customers of the implication This harmonics warn customers of the implication that once they buy this kind of ties, they will forfeit that once they buy this kind of ties, they will forfeit your wealth. It is rather an evil curve than a trademark.

13、 your wealth. It is rather an evil curve than a trademark. With transliteration and literal translation together, it With transliteration and literal translation together, it finally get the famous name “finally get the famous name “金利来金利来” which sounds which sounds pleasant and is easy to bear in t

14、he mind.pleasant and is easy to bear in the mind. literal translation2021/7/237Furthermore, both methods should take great account for the culture of exported countries.onekindofexportingbatteryisnamed“白象”(“Baixiang”).ItistranslatedintoEnglishdirectlyas “WhiteElephant”.InEnglish,“awhiteelephant”isau

15、sage,meaningaburdensomepossession(沉重的负担)anduselessthings (无用而累赘的东西). “白翎”(“Bailig”),onekindofpenmadeinShanghaiChina,istranslatedintoEnglishas“WhiteFeather”directly. InEnglish,thereisanidiom“toshowthewhitefeather”whosemeaningisthatdesertingontheeveof abattle.Thatistosay,awhitefeatherhastheconnotation

16、“ acoward”.2.the culture differences2021/7/238 Having come across too many trademarks with a “foreign style”, customers will become less interested in them. Nowadays, we have too many trademarks transliterated with such Chinese characters as “特”, “斯” and “克”, for instance, “赛特”, “飞亚特”, “阿尔法特”, “迪斯”,

17、 “真维斯”, “高斯”, “伊莱克斯”, “别克” and “星巴克”. Cliche transliteration 3.Problems in trademark translation 2021/7/239 Due to the different cultural background in Mainland and other areas, translations of trademarks often have different versions. For example, “Head & Shoulders” is translated as “海伦仙度丝” in Taiwan; while in mainland, it is translated as “海飞丝”. The different translation versions of the same